KnitWell Group Brings Back Sisterhood of Strength for Breast Cancer Awareness
KnitWell Group has revived its Sisterhood of Strength campaign for Breast Cancer Awareness Month and set a goal of raising $100 million for the Breast Cancer Research Foundation by 2030. The multi-brand company, whose labels include Ann Taylor, LOFT, Chico’s, and Lane Bryant, has raised $80 million with the foundation since 2005. The campaign shares personal stories from women affected by breast cancer, including TV personality Katie Thurston, and offers checkout donations, limited-edition products, and Shop for a Cause events through October 31.
KnitWell Group, whose labels include Ann Taylor, LOFT, Chico’s, Lane Bryant, Talbots, White House Black Market, and Haven Well Within, has renewed its Sisterhood of Strength initiative for Breast Cancer Awareness Month. The company aims to reach $100 million for the Breast Cancer Research Foundation by 2030, building on $80 million raised since 2005.
The effort features women’s cancer stories, including Katie Thurston, who was diagnosed with metastatic breast cancer at 34 and uses her visibility to support others. Shoppers can give at checkout, buy limited-edition items—such as LOFT’s BCRF x Lou & Grey pajamas and BCRF x Rivete jeans—or join Shop for a Cause events. Funds support earlier detection, tailored treatment, prevention, and survivorship. Campaign runs through Oct. 31.
This campaign may amplify breast cancer visibility by tying retail shopping to research funding. Shoppers across KnitWell’s brands could encounter survivor stories and donation prompts, potentially encouraging small contributions that add up. For patients and families, such representation may foster connection and reduce isolation. The $100 million goal, if met, could help sustain research into detection, treatment, prevention, and survivorship, though the actual societal effect would depend on participation and scientific outcomes.